Great B2B Marketing

Trending Sources

How to Rejuvenate a Troubled B2B Brand

Great B2B Marketing

Are you doing it for less than stellar reasons: e.g. you are personally tired of your brand, or can you show how the company will benefit economically from the time-consuming and expensive rebranding exercise? Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The first major category is where you change the name and everything else. Live the brand position.

Brand 87

The Economic Value of Your Company Brand

Great B2B Marketing

People have a sense that when they do business with you, they get some personal benefit out of it. I was a guest speaker for The Center for Business Modeling at a video/podcast on a subject near and dear to my heart: the economic value of a brand. Following is a summary of what I said on the podcast. Actually, a strong brand has a monetary value. It offers a clear and compelling benefit.

Brand 79

Six Fast Ways to Improve Your B2B Copy

Great B2B Marketing

Make it more about you, than I.  To put this another way, you should always talk to the person, not at the person. Regardless of how many people view the communication, your B2B copy should be written in such a way that it seems personal, not a mass distribution. Don’t let your personal preferences dictate your message.  Write to be understood, not to impress.

Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.  Brock recounted some statistics that should disturb senior sales executives, as well as their CEOs and CFOs. For example: The average tenure of a salesperson from the time they start a job to the time they leave is less than two years (Sales Readiness Group). The average tenure of a sales manager is 19 months. 58% of reps make quota (CSO Insights). Talk about a recipe for heartburn.  And only 58% reach quota. Lack of training.

Cost 76

Staffing and Launching Your Content Marketing Program

The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.

How to be a Great B2B Marketing Coach

Great B2B Marketing

Sometimes, what a person is good at is not what you hired them to do. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs. Here are six strategies to help you accomplish this: Don’t keep running the same plays. Don’t practice a “Prevent” Defense.

Assumptions are the Enemy of Good B2B Marketing

Great B2B Marketing

We tell ourselves: I am an intelligent and logical person – so why shouldn’t others feel and think like me? And if this is the case, I simply have to create promotions that reflect my personal preferences and the orders will flood in. Many people make the assumption that social media must not be effective because they don’t use it personally. By the way, I talked about this tendency to insert personal preferences into marketing in a March 2012 blog post titled, When It Comes to Marketing, You are Not Your Prospect. That marketing media/technique doesn’t work.

Do You Need to Recombobulate Your B2B Marketing?

Great B2B Marketing

If your business is dependent on a personal selling model while your potential customers are educating themselves and buying online, you are going to experience declining results unless you change your strategies and tactics. Bear with me a bit and I will explain the odd title of this post. read an interesting tweet from Moira Geary , who gave herself the moniker of “Recombobulator.”

Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

In this scenario, direct sales reps will only see leads that have been pre-qualified, usually by a business development rep (BDR) who has personally qualified inquirers by asking a series of questions about budget, authority, timing and so forth. As a B2B marketing outsource provider, my team and I usually work very closely with the sales department at our client companies.

Plan 58

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.

How to Find Elusive B2B Buyers

Great B2B Marketing

This is why they don’t answer the phone and why they use personal email addresses to download your online offers that don’t reveal their company name, address and phone numbers. Picture the couple who sees the sales person walking up the driveway and hides to avoid answering the door. Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis?  How many are glad that you called when they weren’t expecting to hear from you? The answer to all these questions is the same. Robo-call messages that were undecipherable.

Eyeball Share Leads to Wallet Share

Great B2B Marketing

The reason to establish yourself through social media and pull marketing is not to avoid personal selling but rather to lay the groundwork that makes selling easier. One of my favorite bloggers is Paul Castain, who produces excellent content for the Sales Playbook website.  Here are a few of the statistics Castain points out: 67% of the buyer’s journey is now done online (SeriusDecisions).

B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

An example of this type of person is a LinkedIn LION (LinkedIn Open Networker) who basically says that they will accept a connection from anyone, anywhere, regardless of whether that person has had any prior contact. Likewise, a person who encourages you to friend them on Facebook just because they follow you on Twitter fits this open networking mold. Are you responsible? 

B2B Marketing: Six Need-to-Know Nuggets

Great B2B Marketing

And if you happen to be a starving artist type and are enthralled with what you do every day despite the lack of remuneration, you may be happier than the person with a large bank account who hates his or her job. Sometimes there’s just too much going on for a single-topic post! Growth in Technology. He is the real deal, with an impressive career spanning technology, marketing and finance.

CPL 44

Content Marketing 2016: Staffing, Measurement, and Effectiveness

of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

B2B Appeals that Motivate Action

Great B2B Marketing

While greed is usually thought of as a negative emotion, it is really just the desire to get a better deal than the next person, or to enhance our position at a low cost. Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.” ” These are indeed the two master motivators, and all others are subset of these behavioral drivers.

Commerce Interrupted – Four Barriers That Stop Your Prospects from Becoming Customers!

Great B2B Marketing

Whether you sell online, by phone or in person, your bottom line will benefit from shortening the time it takes your prospects to go through the entire transaction cycle.   There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers). Create desire within these prospects to purchase your product or service. Remove all barriers to the purchase process. Many B2B and B2C companies do a good job at the first two objectives. They also know how to write clever promotional copy and create compelling offers. it’s canned or off-target).

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

And you have to show the prospect that not only the risk to their company but also their personal risk (e.g. I mostly write about B2B marketing issues, but am often asked by my clients to consult on issues related to sales performance. One of my key mantras is that you must have your B2B marketing and sales plans and processes fully aligned. You haven’t sold the value. You fail to follow up.

B2B Lead Management – 6 Best Practices

Great B2B Marketing

Leads have a short shelf and the person who was enthusiastic about your offer yesterday, may not remember who you are tomorrow.  Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both.  Here are six strategies you can implement to create your own unstoppable marketing and sales machine: Follow up every inbound inquiry within 48 hours – preferably 24 hours.  Set-up a service level agreement (SLA) between marketing and sales. 

Definitive Guide to Planning a New Content Initiative

Our goal is to create a personalized, educational, and, most of. personalized, educational, and, most of all, fun experience (content product) for all. content localization and personalization. THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. In that time, we’ve. the “what”.

B2B Pull Marketing Takes the Guesswork Out of Timing

Great B2B Marketing

Use pull marketing strategies that make it easy for them to buy; meet them (online, by telephone, or in person) wherever they are in their buying journey and nurture them to an inevitable decision to do business with you. Daily business life for the marketer or sales person is much easier and more effective when it is based on the natural timing of the buyer’s sales cycle.

Focus on Productive B2B Marketing and Sales Activities

Great B2B Marketing

We all know of co-workers who brag about how hard they work and how many hours they put in – but if you analyze their results, they produce no more (sometimes less) than those who work fewer but more focused, hours. I’d rather be the former type of person, and spend the saved time with my family – I bet you would as well. Like many of you, I am in the middle of the process of strategizing how to best achieve my 2015 objectives, which include optimizing results for my family, business, friendships, activities, and so forth. Going to meetings that seldom accomplish anything.

Would Writing a Book Help You and Your Business?

Great B2B Marketing

This can lead to not only greater awareness and credibility for your personal brand, but also speaking and writing opportunities. I just published my fifth book, Winning B2B Marketing.  Being a glutton for punishment, I seem to get the urge to do this every five years or so. So let’s start with the reasons why you may not want to write a book: It takes a lot of time. You won’t make money.

Social Media Marketing: What Not to Do

Great B2B Marketing

You put a lot of time and effort into positioning your company as a leader in the industry and keeping your personal reputation clean. I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing.  The other side of this coin is a list of things that are harmful or counterproductive – in other words, stuff you should refrain from doing. Don’t become a nuisance.  Communicating with people who have opted-in to receive your messages is a privilege. Don’t abuse that privilege by constantly badgering your audience. Don’t constantly sell.

Content Marketing Playbook: Strategy and Roadmap

person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. years prior.

Three Essential Content Marketing Practices

Great B2B Marketing

always found Bryant to be sharp, focused, and a person who is good at grasping and presenting the essentials of complex topics in a way that makes them useful to his readership. Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. Bryant’s latest post is a great example.

Good Advice (And Why You’re Not Taking It)

Great B2B Marketing

Counselors refer to this as “choosing to be right instead of happy.” In the business world we refer to this as “choosing personal preferences over profits.”. Like many others, I’ve been reading Seth Godin’s blog for quite some time. Seth has a way of getting to the point quickly and many of his posts are 100 words or less. For example, he wrote the following about the importance of accepting advice: “Good advice…is priceless. Not what you want to hear, but what you need to hear. Not imaginary, but practical. Not based on fear, but on possibility. Marketing Marketing Advice

How To Protect Your B2B Marketing Budget

Great B2B Marketing

Don’t take it personally. In a recent discussion on the Chief Marketing Officer (CMO) LinkedIn network, Art Hyde asked this question: How do you keep your marketing budget from being cut by the CFO while every other line-item is untouched? There is a lot of interest about this issue in the B2B marketing community, for good reason.  No one likes to see their budget cut, especially if they (fairly or not) perceive this as a sign of waning influence.  Budgets are cut for all sorts of reasons, some rational and some not. Here are some ideas: Tie your budget directly to revenue.

Marketing Game Changers for 2013

Great B2B Marketing

Also ask whether telephone sales can replace in-person, or the web can replace either method. It’s the season for wrapping up the old year and prepping for the next. hope you are as excited about the potential of the coming year as I am, particularly as it pertains to how you can transform your marketing organization. Here are six ideas to get you started: 1. Understand your sales lead requirements. Tune or replace your sales model. Even if you are relatively satisfied with your go-to-market model, there are probably ways that you can tweak it for better results. The Happy New Year!

Content Methodology: A Best Practices Report

stories per person • Total attention time • Total people • Total social actions • Avg. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.

Lead Retargeting – How to Revitalize Your B2B Contact List

Great B2B Marketing

It’s not unusual to have contact lists stored in multiple locations like CRM systems, personal databases, Microsoft Outlook, marketing automation applications and so forth. I write a lot about how to generate B2B leads.  Usually, the context is to target new prospects, individuals or companies who have not previously responded to a lead gen offer. While marketing to fresh prospects is certainly important, there may be a gold mine available right beneath your feet – your existing contact list. By this, I mean you will get a lower cost per inquiry and lower cost per customer acquisition.

In B2B Marketing, Everything Counts

Great B2B Marketing

Be personal. When approaching a prospect, customer, or potential employer, take a little extra time to personalize your communications. Learn about the company or person you are dealing with and craft a unique message. Even a small bit of personalization beats the mass promotion or generic resume approach. So how does this lesson apply to B2B marketing? Glad you asked!

Marketing Resolutions for 2014

Great B2B Marketing

Perhaps you are in the process of setting your personal resolutions for 2014: lose a few pounds, run a marathon, learn to speak a new language, and so forth. Unless the issues were serious, this doesn’t usually require an emotional in-person or phone talk. According to the annual Harris poll, only about eight percent of personal New Year’s resolutions are fulfilled.

When It Comes to Marketing, You are Not Your Prospect

Great B2B Marketing

One of the issues I face as a B2B marketing services provider is the “personal preference” challenge. At this point, I want to remind the executive that he or she is not the prospect, so how they personally feel about the campaign should not be the primary factor on whether we should launch it. In other words, results are way more important than personal preferences. You don’t have to be a marketing services consultant to face the personal preference challenge. What does matter is how it is perceived by the target market, and to what degree they respond to our offer.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Is Social Media a Marathon or a Sprint? – by Christopher Ryan

Great B2B Marketing

This goes on for a few weeks or months until the person quits when they figure out the social media didn’t produce much results in terms of generating awareness, leads and revenue.   I have seen a repeated pattern when it comes to using social media in B2B marketing.  A company executive or marketing manager drinks the social media Kool-Aid and decides to make it a big part of their pull marketing strategy.  The next thing you know, he or she is posting, tweeting, responding, bookmarking and otherwise fully engaged in every social networking outlet they can find.  Happy New Year.

Aging 44